| dc.contributor.advisor | 于卓民 | zh_TW |
| dc.contributor.advisor | Yu, Joseph | en_US |
| dc.contributor.author (作者) | 馬睿德 | zh_TW |
| dc.contributor.author (作者) | Khan, Raedeep | en_US |
| dc.creator (作者) | 馬睿德 | zh_TW |
| dc.creator (作者) | Khan, Raedeep | en_US |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 14-九月-2009 09:47:40 (UTC+8) | - |
| dc.date.available | 14-九月-2009 09:47:40 (UTC+8) | - |
| dc.date.issued (上傳時間) | 14-九月-2009 09:47:40 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0093933016 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/31321 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理碩士班(IMBA) | zh_TW |
| dc.description (描述) | 93933016 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (摘要) | 新設shgrocery之商業企畫書 | zh_TW |
| dc.description.abstract (摘要) | Abstract This thesis examines how Shgrocery, a 3-month old online grocery delivery company, has been set up in Shanghai, taking into account the opportunity in the market and how the researcher has studied the online consumer behavior and build the business and company framework, with the main customer target being the foreigners living in the city. When a company is being formed a lot of components are interrelated and the thesis explores on 6 of these components which are; (1) How do we create value? (2) Who do we create value for? (3) What is our source of competence? (4) How do we competitively position ourselves over others? (5) How do we make money? and (6) What are our time, scope and size ambitions? Using these six components as the guideline the thesis is divided into 5 chapters each related to one another. Readers will find that various methodologies of starting a business model are delved upon in the first chapter. In the Second chapter the market characteristics of Shanghai are explored and the researcher has used a marketing survey to answer various questions related to consumer food purchasing and online habits in Shanghai. The researcher uses convenient sampling as his method of market analysis for the thesis and also uses references from articles and websites. Interesting observations are found with regards to the consumers purchasing habits and online behavior. Moreover, competitors having a similar online business is studied and strategies to differentiate from them is devised. In chapter three the researcher develops the website, company process and structure, by using the findings and the methodologies of the first two chapters. An analysis is done on the pricing of the products, website and the company using SWOT and Porter’s five forces. Different methods of effective promotions at minimum cost are delved on in chapter 4, with a concentration on word of mouth marketing which is most apt for the company in the current scenario, which is then followed by how the company saved cost in the beginning of the business and the estimated return on investment for the next three months. Readers also catch a glimpse of how the company plans to expand in the coming months. Readers will observe the significance of the findings in the strategy devised to survive in the market and will understand how finding the answers to the six different components has helped the researcher in building his own online business and similarly he hopes that reading this thesis will help future entrepreneurs to start their own business in China or any other parts of Asia. | en_US |
| dc.description.abstract (摘要) | Abstract 3 Table of Contents 4 Chapter 1 Introduction 5 Section 1 Research Background and Motivation 6 Section 2 Research Questions and Objectives 7 Section 3 Methodology 7 Section 4 Limitations of the Research 11 Section 5 Structure of the Thesis and Brief Overview of the Chapters 12 Chapter 2 Market Characteristics and Analysis 13 Section 1 Shanghai and Its Foreign Settlements 14 Section 2 Market Survey 20 Section 3 Competitors Analysis 27 Summary of market Survey 28 Chapter 3 Firm Introduction 33 Section 1 Introduction to Shgrocery 34 Section 2 Creating Value using Buyer Utility Map 36 Section 3 Relationship among Actors 37 Section 4 Company Structure 38 Section 5 Internal Work process 39 Section 6 Process of ordering 41 Chapter 4 Competitive Analysis 47 Section 1 Price Competitiveness Analysis 48 Section 2 Website Competitiveness Analysis 50 Section 3 SWOT Analysis 52 Section 4 Porter’s five forces 53 Chapter 5 Promotion: Getting More with Less 54 Section 1Advertising 55 Section 2 Sales Promotion 55 Section 3 Word of Mouth Marketing 56 Chapter 6 Return on Investment 59 Section 1 How we saved Cost in the beginning 60 Section 2 Return on Investment 61 Chapter 7 Conclusion and Suggestions 63 Section 1 Conclusion 64 Section 2 A few words commenting on the frameworks used 68 Section 3 Suggestions to Future Entrepreneurs 71 Reference 72 Appendices 73 Appendix 1.1 Survey Questionnaire 73 Appendix 1.2 price list which is updated every 2 days 76 Appendix 1.3 DM for Marketing 78 Appendix 1.4. Shanghai Area Density 79 Appendix 1.5 Top Convenience Retailers 81 | - |
| dc.description.tableofcontents | Abstract 3 Table of Contents 4 Chapter 1 Introduction 5 Section 1 Research Background and Motivation 6 Section 2 Research Questions and Objectives 7 Section 3 Methodology 7 Section 4 Limitations of the Research 11 Section 5 Structure of the Thesis and Brief Overview of the Chapters 12 Chapter 2 Market Characteristics and Analysis 13 Section 1 Shanghai and Its Foreign Settlements 14 Section 2 Market Survey 20 Section 3 Competitors Analysis 27 Summary of market Survey 28 Chapter 3 Firm Introduction 33 Section 1 Introduction to Shgrocery 34 Section 2 Creating Value using Buyer Utility Map 36 Section 3 Relationship among Actors 37 Section 4 Company Structure 38 Section 5 Internal Work process 39 Section 6 Process of ordering 41 Chapter 4 Competitive Analysis 47 Section 1 Price Competitiveness Analysis 48 Section 2 Website Competitiveness Analysis 50 Section 3 SWOT Analysis 52 Section 4 Porter’s five forces 53 Chapter 5 Promotion: Getting More with Less 54 Section 1Advertising 55 Section 2 Sales Promotion 55 Section 3 Word of Mouth Marketing 56 Chapter 6 Return on Investment 59 Section 1 How we saved Cost in the beginning 60 Section 2 Return on Investment 61 Chapter 7 Conclusion and Suggestions 63 Section 1 Conclusion 64 Section 2 A few words commenting on the frameworks used 68 Section 3 Suggestions to Future Entrepreneurs 71 Reference 72 Appendices 73 Appendix 1.1 Survey Questionnaire 73 Appendix 1.2 price list which is updated every 2 days 76 Appendix 1.3 DM for Marketing 78 Appendix 1.4. Shanghai Area Density 79 Appendix 1.5 Top Convenience Retailers 81 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0093933016 | en_US |
| dc.subject (關鍵詞) | 商業企畫書 | zh_TW |
| dc.title (題名) | 新設shgrocery之商業企畫書 | zh_TW |
| dc.title (題名) | Shgrocery - Proposal for a Start Up | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | Reference | zh_TW |
| dc.relation.reference (參考文獻) | 1. Articles and Books | zh_TW |
| dc.relation.reference (參考文獻) | 1. Barney, J., Wright, M., and Ketchen, D.,“The resource-based view of the firm: ten years after”, Journal of Management, 2001 , pp. 625-626., | zh_TW |
| dc.relation.reference (參考文獻) | 2. Bellman, S., Lohse, G., and Johnson, E., “Predictors of online buying behavior”, Communications of the ACM, 1999 , pp. 32-38, | zh_TW |
| dc.relation.reference (參考文獻) | 3. Fitzsimmons, J. A. and Fitzsimmons, M. J., Service management, International edition, Singapore: McGraw-Hill, 1998. | zh_TW |
| dc.relation.reference (參考文獻) | 4. Haubl.G and Trifts.V, "Consumer decision making in online shopping environment”: The effects of interactive decision aids, 2000, pp. 4-21, | zh_TW |
| dc.relation.reference (參考文獻) | 5. Kim Chan., Mauborgne R.,, “Knowing a Winning Business Idea when you see one”, Harvard Business Review, 2000, pp. 129-134 | zh_TW |
| dc.relation.reference (參考文獻) | 6. Li, N. and P. Zhang, “Consumer Online Shopping Attitude and Behavior,” Eighth Americas Conference on Information Systems, 2002,pp.4-10, | zh_TW |
| dc.relation.reference (參考文獻) | 7. Macpherson l Kerrie ,Shanghai History Back to the future, 2002, pp. 37-40 | zh_TW |
| dc.relation.reference (參考文獻) | 8. Porter M., Competitive Advantage, 1985,Free Press, New York | zh_TW |
| dc.relation.reference (參考文獻) | 9. Sernovitz Andy ,How Smart Companies get people talking, 2009 ,Free Press . | zh_TW |
| dc.relation.reference (參考文獻) | 10. Scott Reynolds ,Shanghai Consumer food purchasing habits, British Food Journal,Vol.99,Issue 4 , 1997,pp137-141, | zh_TW |
| dc.relation.reference (參考文獻) | 11. Talluri S., Baker R.C., Sarkis J., “A framework for designing efficient value chain networks”, International Journal of Production Economics, 62, 1999,pp. 133-144, | zh_TW |
| dc.relation.reference (參考文獻) | 12. Tavlaki Elena and Loukis Euripides, “a prerequisite for success in the network economy”18th Bled eConference, 2005,pp.4-10, | zh_TW |
| dc.relation.reference (參考文獻) | 13. Wu Michael., All China Annual Report ,Beijing Government Statistics ,2007 | zh_TW |
| dc.relation.reference (參考文獻) | 2. Websites | zh_TW |
| dc.relation.reference (參考文獻) | 1. www.chinahighlights.com | zh_TW |
| dc.relation.reference (參考文獻) | 2. www.cityshop.com | zh_TW |
| dc.relation.reference (參考文獻) | 3. www.facebook.com | zh_TW |
| dc.relation.reference (參考文獻) | 4. www.newentrepreneur.com | zh_TW |
| dc.relation.reference (參考文獻) | 5. www.organicshanghai.com | zh_TW |
| dc.relation.reference (參考文獻) | 6. www.shanghaicentral.com | zh_TW |
| dc.relation.reference (參考文獻) | 7. www.shanghaidaily.com | zh_TW |
| dc.relation.reference (參考文獻) | 8. www.shanghaiexpat.com | zh_TW |
| dc.relation.reference (參考文獻) | 9. www.smartdirect.com | zh_TW |
| dc.relation.reference (參考文獻) | 10. www.stats-sh.gov.cn | zh_TW |
| dc.relation.reference (參考文獻) | 11. www.shanghai.gov.cn | zh_TW |
| dc.relation.reference (參考文獻) | 12. www.wikipedia .com | zh_TW |
